J.Sanchez is the marketing manager for Really Big Corporation and she is facing the marketing research problem of declining sales among her target market.She is unclear as to why the sales are dropping and wants a better understanding of what she should be looking for to solve this problem.The best type of research to perform at this time would be _________.

Question

Quizplus · Accepted Answer

Exploratory research is suitable for situations where little is known about the problem at hand and the research objective is to gain insights and understanding of the problem. J.Sanchez needs to understand the reasons behind the decline in sales, and exploratory research can help her identify potential causes and narrow down the scope of the problem. Once she has a better idea of what is causing the drop in sales, she can then design more targeted research to test hypotheses or validate assumptions. Causal research would be premature at this stage, as she doesn't yet know what factors are causing the decline in sales. Descriptive research could be useful for providing a quantitative snapshot of the problem, but it wouldn't necessarily shed light on the underlying reasons behind the decline. Random research and academic research are not relevant in this context.

JSanchez Is the Marketing Manager for Really Big Corporation and She